Date: December 5, 2012
Time: 6:00 pm to 9:00 pm
Location: Metropolitan Hotel, 645 Howe Street
Ticket: BCAMA Members: $45, Non-Members: $55, Students: $37, Collegiate: $32
Does the thought of marketing Christmas leave you grumbling like Scrooge? We get it. The annual onslaught of Christmas marketing is a reliable and often sentimental cue that the holiday season is upon us. Great seasonal campaigns become part of our nostalgia around Christmas and put us in a festive frame of mind.
On December 5 we will celebrate the creativity and planning that goes into these campaigns. Through case studies, best practices, recommendations and insights about what’s coming next, we’ll look at ways this 2,000-year-old celebration has stayed fresh in the minds of consumers.
Join our yuletide veterans and be dazzled by their healthy dose of wit and wisdom as they take you through marketing tales of Christmases past. Topics of the evening will include the following:
A Christmas Wish
Presented by Rob Schlyecher, Creative Director & Partner at Spring Advertising
Dear Marketing Claus,
Advertising requires attention. That comes from being different, louder or bigger. Bigger means the most money. Louder is the most offensive. Different is almost used up. That is never more apparent than during the Yuletide. I think it’s a great time of year. Christmas is imagination’s best season. Kids believe in things. They have hope and lovely greed. Stories and legends are shared. More grandkids sit on more grandpa laps than any other time of year. But we’re all bored as hell with reindeer and elves and that big fat sellout in the red suit who’s been shilling everything from soft drinks to sex toys since advertising was invented. Howard Gossage–the Second World War fighter pilot and 1960s adman known as the Socrates of San Francisco–famously said, “nobody reads ads, they read what interests them and sometimes that’s an ad.” Please heed this, especially now. It’s a beautiful season. Tell us about its legends and the traditions. Invent something new. Look at Coke, they tore up Santa’s endorsement contract and invented Polar Bears. They’re great. Or dig up a personal “this’ll make a good story some day” holiday disaster and turn it into a hilarious commercial. Join the carolers without shouting or pounding us on the head. Give us that for Christmas.
Rob Schlyecher formed Spring in 2006 with partners Richard Bergin and James Filbry. The creative and design shop quickly reached the list of Business in Vancouver’s top ten advertising agencies and is Vancouver’s third largest independently owned agency. Rob’s creative direction at Spring has garnered national and international recognition that includes Communication Arts, the One Show, Applied Arts, London International, Lotus Awards, ADCC, Interactive Media Awards and the Clio’s. Recently, Spring’s work with Capilano Suspension Bridge Park captured the BCAMA’s 2012 Marketer of the Year award.
Humble beginnings to big Christmas campaigns
Presented by Maureen Broadfoot, VP Marketing at VGH & UBC Hospital Foundation
Just as Christmas itself had humble beginnings, so do many seasonal campaigns. In 2001, VGH & UBC Hospital Foundation launched a small community-based fundraising campaign during the holiday season. Eleven years later, their ‘Be An Angel’ appeal has raised over $2 million toward critical equipment and research. The Angel campaign asks supporters to honour a special “guardian angel” in their lives–a loved one, a doctor or nurse, or a healthcare professional.
Maureen Broadfoot has been with VGH & UBC Hospital Foundation for 7 years. She oversees the Marketing, Annual Giving and Lottery programs at the Foundation – BC’s second largest Hospital Foundation. Maureen has over two decades of experience in the field of Corporate and Nonprofit marketing, and has worked for Rethink Communications and completed corporate marketing for TELUS. She has also taught marketing and communications at Kwantlen College and the Northern Alberta Institute of Technology.
Be a “green angel” this holiday season
Presented by Vida Jurcic, Partner & Co-Creative Director at Hangar 18 Creative Group Inc.
This Christmas, mistletoe needn’t be the only thing that’s green and prompts acts of affection. With the help of the Hangar 18 team, Metro Vancouver is encouraging us all to be “green angels”. The public awareness campaign promotes “memories, not garbage” inciting us to reduce holiday waste by giving experiences at Christmas.
In 2008, the Hangar 18 team helped Richmond Centre tackle waste-reduction in a different way. The shopping centre stopped conventional Christmas advertising and did something truly special. They dropped all print advertising and went back to the roots of the holiday season.
Vida Jurcic is a founding partner of Hangar 18 Creative Group, whose work has been recognized by Communication Arts, Applied Arts, The One Show, Graphis, the Summit Awards and New York Festivals. Her expertise is in art direction, layout and conceptual design. With a career spanning three decades, Vida has worked for advertising agencies (including Palmer Jarvis), as an in-house creative director for department stores (including the Hudson’s Bay Company and Woodwards), and has been on several judging panels (including the Ottawa Advertising Association Awards and the Western Canadian Magazine Awards). Vida passes on her knowledge by teaching design part time at Capilano University and Vancouver Film School.
Our panel of experts will help change your “Bah, humbug” into festive and fresh ideas! Discover highs, lows, cliches and game-changers of commercial Christmases past.
Register now and learn how you can create magic in marketing Christmas!